By: Allisyn Morgan | @alliemostew

We live in a world that loves and thrives off of convenience. We have gotten used to having everything from information to clothing at our fingertips with the click of a button. Television is not any different. Live streaming platforms like Netflix and Hulu are taking over regular cable. They enable us to watch TV without commercials and allow us to binge watch most of our favorites. With the demand of convenience, it really was not a surprise when Twitter announced the recent live stream deals it has made in the last month.

1.The Republican and Democratic National Conventions

Twitter partnered with CBS New’s Digital streaming service, CBSN, and has streamed coverage of the RNC and DNC.

2.)   The NFL

Twitter snagged a live streaming deal with the NFL, beating out major competitors like Amazon and Verizon to snag the Global NFL streaming deal. Ten Thursday night NFL games will be live streamed on Twitter.

3.) The NHL and MLB

Twitter struck a deal with the NHL and MLB to live stream one weekly out-of-market hockey and baseball game per week. Along with the live streaming of the games they will also create a nightly highlights show, The Rally, that will be streamed daily.

Twitter has also announced deals with PAC-12 sports and Bloomberg Financial.

Today’s generation loves convenience, but they also get bored fairly easily. To compensate for this, companies are creating new features and updating current products frequently. It’s important for social media platforms to continuously evolve and be one step ahead of their competition so that they can not only keep existing users but also attract new ones.  This is why Twitter is choosing to live stream. Their strategy is pretty clear: obtain rights to the kind of video content people want to see and stream it live directly. Users can watch it or watch others  tweet about it, all in one place.  Another plus? You don’t have to have a Twitter account to watch these events.

Will Twitter’s new marketing strategy flop or stimulate user engagement as expected? ? Only time will tell.

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